Targeting seniors with healthier biscuits and snacks

Recent data from the UK indicates that by 2030, nearly a quarter of the UK’s population will comprise people over the age of 65 and this sector will grow at a faster rate than the working age population.

This group is 27% more likely to snack and 30% more likely to snack on biscuits, most likely driven by cravings although more likely to be planned as health drivers become more pronounced.

Steve Gladwell, CMI Director of Pladis said consumer preferences to biscuits are changing. “More than half the population is looking for healthier options when grocery shopping, with 29% claiming they aim for healthy snacking”.

Surprisingly, Pladis found claims of “less sugar”. “low fat” and “no artificial flavours or colours” are actually on the decline, while, not surprisingly, “raw”, “contain fiber”, “high protein” and “natural” are on the rise (Source: Nielsen).

Australian data from Roy Morgan indicates that the last 4-week purchase incidence of *snacks increases with age, with those aged 65+ having the highest overall incidence at 51%.